The beauty industry has risen to $10 billion in the United States, the Swedish fast fashion retailer H&M is now expanding into the fashion industry starting in September. This was announced by the company on Tuesday. H&M will launch more than 700 makeup products and according to the concept designer Sara Wallander, the launch's theme will be "fast fashion for the face" as the brand aims to quickly move more than a thousand products from body products and make up, nail polish and hairstyling tools. It is said that price for H&M's products may range from $2.99 to $24.99.

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"The launch comes at a time when makeup is more important than ever as an expression of personal style, whether the look is natural, classic or fashion-forward," according to the H&M press release shown in Mashable. "There will be new, dedicated beauty areas within the stores to help customers experiment with trends and develop a look that's all their own."

The firm said that  it would introduce two collections, Couscious Beauty, which is a sustainable line and Ecocert-certified, a premium beauty line. Ecocert will pack recycled material and produce using formulas free of synthetic fragrances GMO, paraben and silicon and dye, which H&M says have lower effect on the environment. To meet the fast progress of the online market, specifically purchasing through tablets and smart phones, H&M investments into online selling will reportedly continue.

Millihelen said, currently H&M shop online is accessible in 21 markets, like United States. The store is easy to use which is fully digital and mobile-adapted.  The company also intends to open and roll-out its online shop to other markets of the H&M group.

The online store have Cheap Monday, COS, Monki and Weekday sales being offered in 19 markets and COS also provides online shopping in the U.S, while &Other Stories is offered in 12 markets. The new fashion and beauty launch will be available online and in stores.

TagsH&M, H&M News, H&M Fashion, H&M beauty products, H&M Business, H&M Business Updates, H&M Fashion Updates